Notes from the current
Field notes on audience intelligence: what thousands of comments reveal about niches, formats, and the gap between what brands post and what audiences ask for.
17 July 2026
We read 1,495 Instagram comments across three DTC niches. 72% was noise. The rest was money.
Original data from skincare, wellness and running-gear brand comment sections: how much is noise, where purchase intent hides, and why the rare negative comment is worth the most.
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15 July 2026
Why we built Lurkfish
The answer to “what should I post?” is already published, in public, by the exact people you want to reach. It's sitting in the comments. Nobody reads it.
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15 July 2026
How a brief gets built
Comments are mostly noise, and language models are happy to invent a pattern. Here's the pipeline that turns one into the other honestly — and where it's allowed to fail.
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